The Principles of Post-Advertising

If brands and advertising have become less useful as tools to both companies and consumers, how can businesses grow?

Five factors are changing the types of products that succeed today and how they engage with their audiences.

Marketing has become an arms race that’s led to hollow value and stifled innovation. Bad products with lots of media muscle can steamroll good ones with less resources. The competition of overcrowded categories creates brands trying to outspend each other with ads that grow increasingly detached from reality.